Samsung and Apple to Lose Global Smartphone Market Share

August 12 (Fitch) Samsung's and Apple's global smartphone shipment market share will decline to around 25% and 14%, respectively, by 2015 (2013: 31% and 15%), says Fitch Ratings. The decline will be due largely to rising competition in emerging markets, where lower-priced handset models from local competitors should continue to gain market share at the expense of the big two. In these markets, where cost is relatively more important than global brand strength or cutting-edge technology, competitors' devices retailing at USD100-300 can offer most of the key features of more expensive phones from Samsung and Apple. We expect the big two's combined smartphone shipment volume to stagnate at around 450 million-460 million units in 2014 (2013: 467 million), even as the global smartphone market rises by around 20% to 1.2 billion…

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